The battle of offering products or services to customers drives every industry to build its team of copywriters, campaign creators, graphic designers, and brand managers.
Many entrepreneurs and small business owners are creating tools to generate their own digital marketing strategies, including email marketing. Every year, they spend millions of dollars on email marketing. However, this strategy is only considered to be great as long as they know how to work on it.
If, for example, you have created an app from the website and looking at email marketing to promote it, then be aware that email marketing is not as easy as in-person sales.
You have to strive to get that precious little space in a consumer’s schedule. Otherwise, it can very easily be skipped. You must know the exclusivity of successful email marketing from unread inbox clutter.
Therefore, in this post, we will discuss the six mistakes that can hurt your email marketing strategies the most. Read on:
Mistake #1: Awful subject lines
The purpose of a book cover is to sell a book. The intent behind an email subject line is the same.
Think of all the emails that you open every morning. What’s in the subject lines that drives you to click to open? Perhaps, a strong subject line that immediately stimulates your interest.
Experts say that about 33% of emails are opened only because of the subject lines. If one-third of your clicks rely on something, you must write the impactful subject lines.
However, you should keep your subject lines short and to the point. Make them buzz in your customers’ inbox.
Use your subject lines to hook your clients, either emotionally or by engaging their wallets. These subject lines should preferably convey the soul of your marketing message.
Here is what you should not do:
Don’t repeat your name: Emails include a subject line and the sender name. Use the sender field to put your brand name or your name.
The subject line, most importantly, should be used to sell your email and not repeat your brand name.
Don’t oversell: If you claim that your product works phenomenal, make sure it does. Do not exaggerate it even if it only helps in small amounts. Overselling leads, you will lose email subscribers and put a dent in the reputation of your company. Customers can call it a bluff.
Don’t get wordy: Subject lines with 30 characters or less tend to have better results. Moreover, mobile displays usually show only the first 30 characters. Therefore, the fewer the characters, the better results you will get.
Do not miss out on your mobile phone viewership. Keep it short. Avoid capitalization.
Mistake #2: Not knowing your audience
No one likes receiving spam. And, it is even worse from a business perspective. Customers who buy from unsolicited emails are virtually unreal. Assure that you are emailing only to those people who actually want to get your email. To do this, you can put a sign-up button on your app and social media posts to have customers on board. Also, make sure to have an ‘unsubscribe’ option attached to your emails.
Here is how you keep away from these audience pitfalls:
Avoid generalizing: In this hyper-personal digital age, one email does not fit all. Rather than creating one generic email for all of your customers, break them into a diverse segment of consumers and then draft different emails to sell to that audience. Categorize your customers by their location, age, product or service, or even history with your brand. Make your emails personal.
Timing: A right email should nail the timing. For product-selling emails, click through rates are the highest on weekends (Saturday and Sunday). Alternatively, the next-best solution is to send emails between 10 a.m. and noon on weekdays. Also, consider sending your emails between 6 and 8 (both morning and night) to your app users. Be sure that you are sending an email when your customer is likely to see and even has time to read it.
Too much of a good thing: The reason that customers opt-out from email marketing campaigns is that they receive too many messages. Consumers are busy people, like you. Therefore, you should not waste their time with unnecessary messages.
Mistake #3: Poor wording
Bad writing is a faster way to lose consumer confidence. If, for example, you have built your blogging app via WordPress mobile app builder, don’t be lazy with your words.
In actuality, your words not only sell your product, but they sell your business when you are dealing with your customers. In this digital age, customers are smart enough as they can impulsively judge you, like your attention to detail, carelessness, by your writing. Do not let them down because your credibility rests on it. Spend a great time in drafting carefully worded copy. It can pay big dividends down the road. Therefore, get it right.
Here are some quick tips to roar up your writing:
Words to cut from your writing: Spam filters still work. However, you are not only avoiding spamming but you also want to be away from negative responses from potential buyers. Cutting these words from your writing helps engaging more audiencce: Discount, Partner, Specials, Don’t, Final, Complimentary, Obligation, Limited-Time, Money-Back, Click Here, Order Now, and Urgent. Therefore, choose your words wisely.
Bad grammar: Your language should communicate as much about your products or services as it does about your company or business. Make sure you run your email through a spell-checking software before you send it. You can even have someone else to read it. If you cannot get it through by anybody else, give yourself a few hours away from your email body before you edit it. You will surely be surprised by where you will be trapped. Try using a grammar and spell-checking service like Grammarly.
Accentuate the positive: Adding negative words lead to negative emotions, which are not helpful for a sale. Try to draft your emails in more cheerful tones. On the whole, the feeling of your emails should be honest and straightforward. Do not hide its feeling behind clichés and doublespeak. Simply avoid using aggressive language and focus on meeting specific customer needs.
Mistake #4: Image issues
A high-quality image can increase user engagement. If you’re not yet ready to thoroughly assess your image from a variety of angles, it’s better to leave it. Your email campaigns must have precise images that make specific points and drive traffic toward your business.
Here are a few mistakes that happen over and over again in email campaigns:
Forgetting the link: Create clickable images. That’s because clicking on an image will take you directly to an app. If you are featuring a company logo, make sure it is linked with a URL. Else, consumers get frustrated when they are trying to buy a product only if there is a bigger version of the image. Also, ensure that the landing page you link to should be related to your image. It’s confusing for customers to click on an image that advertises only one item that takes you to a company’s home page, especially if that item is not listed there. Using the right link is necessary.
Wrong sizing: Before you hit a send button on your email campaign, make sure you test it for all glitches. There are possibilities that a beautiful display of your email campaign looks confusing or awkward on different platforms. With this in mind, be sure that the email is optimized for your mobile users are well. Your image size should also be correctly sent.
Making too many assumptions: Some businesses set their email clients to ‘text-only’ mode. Therefore, make sure that your emails familiarize that audience. Verify it for yourself and make sure that you include multiple HTML links throughout your email. Don’t overlook that everyone sees the image in the same way that you do.
Mistake #5: Failing to engage
Do not think that your email is a one-sided conversation.
Instead, you should think that your email marketing campaign is the beginning of a dialogue between you and your potential customers. You need to follow the same rules that you would follow face-to-face with your customers.
Never ignore your customers because they have short attention spans. This means you will have a little time to engage with them. Else, they will lose their interest or find expected information somewhere else.
Here are some guidelines to help you engage your customers:
Don’t be unreachable: If customers are interested in your business, they must have an easy way to contact you whenever they have questions or concerns. Responding to customers is essential and fair, too. If, for example, you are asking them to consider reading your email, you should also show them the same courtesy. Encourage them to revert by commenting or dropping a line to you. You can even have a dedicated email address specifically to answer your patron’s questions.
Don’t think you know best: Many marketers want to bask in the glory of their expertise. But its irrational to think that you are meeting your customers’ needs, even if you are doing good business. Forbes recommends that businesses should do regular surveys of their customers. This way, your customers are encouraged to converse with you. Also, you will have a reliable way to test the waters about new products and services.
Address them by name: Understand the power of using customers’ names in email marketing. It has also been found that adding the recipient’s first name to the email’s subject line can increase open rates by 20%. That’s a lot of benefits for a simple action.
Mistake #6: Forgoing a test
Every business is different and has diverse needs. In that sense, there is no key to effective email marketing. You must lay down a few guidelines to be on the right track of sending the correct emails.
If, however, you have fixed issues in your email marketing campaign and are ready to send it, consider the job half done. A final, or crucial part of email marketing is still ahead of you.
Once you start building a subscriber base and listen to customers, you need to do A/B testing. You can even send two copies of your emails to customers to know which of the two emails gets more responses.
Testing is a crucial part of any marketing tactic.
Here are tips to increase the productivity of your tests for your email campaigns:
Gather your data: A/B tests can only be useful if you want to know your audience’s general patterns. Gather data on standard email opens, click rates, sales, and engagements before you start A/B testing. Few changes can help you generalize the mail from what you learn. No matter what you have changed, you will need to measure it according to your baselines.
Make a plan: Before you create a strategy, you must decide on your end goals, like using ‘Kiss (Keep Short and Simple) metrics.’ Consider changing your logo size or putting in another hyperlink if you want to drive more click through to your home page. Moreover, try changing the headline if you are aiming to sell more products to your customers. Whatever changes you make, just ensure that you collect as much data as you can. Also, try sending both versions of your test emails simultaneously. Don’t forget to check if your email security is on point with a DMARC analyzer.
Be selective: It has been recommended that you should not surprise your customers with an impromptu change. If you are considering a substantial re-do of your app or email template, try testing it on new customers first.
Moreover, if you get started with an A/B test, stick with it until you have enough data to draw a firm closing. Don’t go with your gut because the A/B test is the one that gives you positive results. Once you know what your customers prefer, you can use that information to make all of your emails better.
Get excel in your email marketing campaigns
By understanding these mistakes, you must know what to do in your next email marketing campaign.
Keep design of your emails the way your customers want them to. It will increase click through to your app, as well.
If, however, you have not built an app yet, create one via AppMySite free online app maker that helps you leverage this opportunity.